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Tissue and Hygiene in Denmark

Publisher Euromonitor International
Published Mar 10, 2025
Length 59 Pages
SKU # EP19864130

Description

In 2024, sales of tissue and hygiene in Denmark experienced a slight decline in retail value, while retail volume fell in categories such as menstrual care, retail adult incontinence, and nappies/diapers/pants.

Euromonitor International's Tissue and Hygiene in Denmark report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

59 Pages
Tissue and Hygiene in Denmark
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN DENMARK
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
Retail value sale struggle as competition from sustainable options challenge growth
Procter & Gamble Danmark retains its lead through established brands Tampax and Always
The integration of in-store and online shopping supports the ongoing expansion of retail e-commerce
PROSPECTS AND OPPORTUNITIES
Reusable products are set to challenge sales while pantyliners drive growth
Retail e-commerce is expected to continue gaining ground, as retailers implement omnichannel strategies
Innovation is set to focus on health and sustainability concerns to align with consumer demands
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
Disposable pants drive growth while expanding product ranges to include younger babies
Essity A/S retains its leadership while recording the strongest growth in 2024
Discounters lead sales as consumers appreciate quality and affordability
PROSPECTS AND OPPORTUNITIES
A retail value increase is expected to be bolstered by disposable pants, which support higher prices
Urbanisation and omnichannel strategies are set to support growth for retail e-commerce
Sustainability concerns, absorbency and comfort will be addressed through ongoing product innovation
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth for moderate/heavy adult incontinence products as availability and awareness strengthen
Essity A/S maintains its lead with Tena, with innovation focused on protection to retain consumers
Health and beauty specialists benefit from instore staff and professional advice
PROSPECTS AND OPPORTUNITIES
The ageing population and rising health conditions are set to drive ongoing growth
Retail e-commerce gains ground, allowing consumers to buy these products discreetly
Innovation is expected to focus on skin care, allergy care and sustainability
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
The ageing population supports ongoing retail value growth in 2024
Essity leads the competitive landscape, offering its established Tena brand
Distribution is via online orders or in-person collection at pharmacies
PROSPECTS AND OPPORTUNITIES
Retail adult incontinence is set to record a value uplift as acceptance widens
Innovation is expected to focus on sustainability, aligning with societal concerns
Assessments may become more stringent across the forecast period
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
Intimate wipes drives growth as consumers appreciate the benefits for hygiene and self-care
Essity AB retains its overall lead while Procter & Gamble offers the top brand Swifter
Discounters lead the distribution channel as consumers seek value
PROSPECTS AND OPPORTUNITIES
Intimate wipes drive ongoing value growth, while moist toilet wipes face challenges
Retail e-commerce is set to increase its share, bolstered by ongoing urbanisation
Innovation is expected to focus on plant-based wipes and sustainable credentials
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
Retail value growth is driven by premiumisation and sustainability in 2024
Salling Group retains its lead, benefiting from its various ranges of private label goods
Discounters improves its share as consumers reach for affordable alternatives
PROSPECTS AND OPPORTUNITIES
Napkins is set to lead growth, as cost-conscious consumers entertain guests at home
Improvements in logistics and a demand for convenience will support growth for retail e-commerce
Innovation may focus on infusing products with skincare, offering consumers added benefits
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN DENMARK
KEY DATA FINDINGS
2024 DEVELOPMENTS
AFH paper towels drive growth as it increasingly replaces air dryers
The ageing population and rising obesity rates support sales of AFH adult incontinence
Innovation focuses on efficacy to offer a higher level of performance
PROSPECTS AND OPPORTUNITIES
An ongoing focus on efficient hygiene solutions is set to drive growth
Hospitals and healthcare facilities set to lead distribution of AFH tissue and hygiene products
Smart technology will be used to streamline maintenance schedules and reduce waste
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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